THC Law Response & Fieldwell CBD-Only Strategy — 2025-11-17

Overview

American Extractions abruptly paused all marketing following passage of a new THC law. The pause appears to be a reactive cost-cutting measure driven by pre-existing cash flow problems rather than a strategic response — the law includes a one-year grace period before taking effect. In response, the team proposed launching the nearly-complete Fieldwell site in a "sanitized" CBD-only configuration to generate immediate revenue while the client develops new wellness-oriented stick pack products for a January launch.

Meeting: ^[1]
Client: ^[2]
Related site: ^[3]

Situation

Why American Extractions Paused

• A new THC law passed and the client reacted by cutting marketing spend immediately.
• The law actually carries a one-year grace period from the date signed — there is no immediate legal obligation to stop selling or advertising THC products.
• The pause is understood internally as a cash flow reaction, not a strategic one. The client had already been struggling to pay invoices on time.
• Assessment from the call: cutting marketing during a downturn is rarely the right move — it accelerates the revenue decline rather than protecting against it.

Client's Own Forward Plan

• American Extractions was already anticipating this regulatory shift and had begun developing new product lines:
• Sleep aid stick pack
• Pre-workout stick pack
• Post-workout stick pack
• Target availability: January launch
• Current sellable stick pack: hydration only (their existing THC/CBD stick packs cannot be marketed under the new environment)

Proposed Response: Sanitized Fieldwell Site

What Was Proposed

Launch the Fieldwell website — already near completion — as a CBD-only version by removing all Delta 9 / THC products (primarily the stick packs and gummies). The core wellness positioning of the site would remain intact.

Why This Makes Sense

What Needs to Be Removed

• Delta 9 gummies
• THC/CBD combo stick packs

What Stays

• CBD topicals (pain foams, etc.)
• CBD tinctures
• Any other Fieldwell CBD-only SKUs

Key Decisions

• Propose the sanitized Fieldwell launch to American Extractions as the immediate path forward — do not wait for the client to figure this out on their own.
• Do not advise the client to halt all activity during the grace period; the law does not require it and the business cost is high.
• Schedule a call with American Extractions (including Caitlin, per client request) as soon as possible to present this proposal.

Action Items

• [ ] Schedule call with American Extractions (Mark + Caitlin) to present Fieldwell CBD-only proposal — Karly
• [ ] Prepare talking points: grace period timeline, Fieldwell site status, January stick pack roadmap — Karly
• [ ] Confirm which specific products need to be removed from Fieldwell to make it THC-free — Karly
• [ ] Increase client touchpoints to 2–3x/week across all accounts during economic uncertainty — Karly

Context & Notes

• The American Extractions website (their main brand site) is already live with recent image/content updates.
• Fieldwell was days to weeks away from launch pending Square payment integration and shipping setup.
• The strategic shift toward wellness products (non-THC) actually opens up significantly more marketing channels: Amazon listings, paid ads, broader retail opportunities.
• The client's contact Caitlin had not yet responded to scheduling requests as of this meeting.

Related

• ^[2]
• ^[3]
• ^[1]